Analisa Kasus Ritz Carlton

Analisa Kasus Hotel Ritz Carlton Singapore

Analisa Kasus Ritz Carlton Background Established in Boston 1983 and now ( 1996 ) has 35 hotels worldwide and aims for 100 locations by 2000 Renowned for its high standards of services and committed to same standards in all its hotels incorporating local culture, architecture and traditions Have won almost all accolades in the industry No specific promo plans, each location has separate management and ops, but all shares same target market, i.e. higher int’l leisure and biz travelers RC S’pore 80% P Marina and 20% SIA, opened 1996 with 32 stories, 608 rooms, 2 office towers and a retail center Easily accessible to MRT, Int’l C C, biz center and only 20 minutes from Changi airport Require 60% occupancy at S$300 to generate operating profit  Issues : Occupancy, Rate , Communications

Analisa Kasus Ritz Carlton The Market  Total visitors to S’pore 1995 = 7,140,125, average growth last 3 years = 5.5%. 1993 vs 1992 = 7.3% ; 1994 vs 1993 = 7.4% ; 1995 vs 1994 = 3.5%  Business travelers increased by 8.8% in 1995 to 1,010,760. Business & pleasure travelers + Convention / Travelers = 280,607. So total biz & Pl = 1,291,367  Average hotel rates S$183 for single room and S$189 for double and increasing  Average occupancy 84.1%, decreased from p.yr 86.6% due to surge in hotel & rooms, i.e. 60 in 1986 to 80 in 1995 ( 33.3% ) and from 18.858 rooms to 25.590 ( 35.7% ).

Analisa Kasus Ritz Carlton The Consumer  Business travelers : Asia = 66.47%, mainly ASEAN and Japan vs Non-Asia 33.53% ( Europe and Amrecicas )  Corporate, independent and convention travelers more willing to pay higher rate. Same for Asia biz travelers.  Purpose of visit : Business ( 18.09 % ) vs Non-business 60.63% and others 21.28 with an average stay of 3.7 nights  Research : 70% occupancy possible at S$250 – 290.

Analisa Kasus Ritz Carlton The Competitors

Average Rate Location Service

Shangri-La

Raffles

248

550

265

240

ORCHARD

ORCHARD

ORCHARD

ORCHARD

“Six-star”

Four Seasons Grand Hyatt

Full Biz Services

Other competitors : Westin ( S$ 210 ), Oriental, Marina Mandarin and Pan Pacific ( S$220 ) Leisure travelers

Analisa Kasus Ritz Carlton SWOT Analysis  Strengths - Renowned for high stardards of services - Wide selection of amenities / services, larger rooms - Close to MRT, Biz and Convention center, and airport - Part of Ritz Carlton USA - 20 % owned by SIA  Weaknesses - No specific promo plan - New in Singapore  Opportunities - Growing business travelers  Threat - Overall market slow down - Strong competitors

Analisa Kasus Ritz Carlton Segmentation and Targeting Geographic

Demographic

Psychographic Behavioral

Asia

Business Exec

Value

Business

Non-Asia

Non-Business

Quality

Holiday Others

Target Market Descriptions : Business executives from Asia who are in Singapore for business and / or leisure purposes and seek high quality hotel services and are willing to pay higher prices for the quality they deserve

Analisa Kasus Ritz Carlton Positioning Options Price / Rate Location Service Facilities

Positioning Statement To Business executives, Ritz Carlton is an international premium quality hotel which provides the highest standards of services and have all the necessary amenities and facilities to provide all the comfort and convenience that a business executive deserves during their business as well as leisure stays in Singapore

Analisa Kasus Ritz Carlton Marketing Mix • Price / Rate : S$ 280 ( Four Seasons 265; Shangri-La 248 ; Grand Hyatt 240 ). Corporate rate, Group rate, Package rate, weekend rate

• Place / Distribution : - Travel agent - On-line - Walk – in, Fax, Phone - in

• Product / Services -

Rooms F & B ( Dining ) Functions Hall Meeting / Convention Health and Spa

Analisa Kasus Ritz Carlton Marketing Mix Promotion / Communications : - Business

magazines and newspapers - Press release - In-flight magazine SIA - Credit card bulletins - Direct mailing - Websites - Packages ( weekends, holidays, etc )

• Physical Evidence -

Lobby & Reception area Facilities : business center, Lounge, meeting rooms, etc Room types / sizes In-room amenities : internet access, décor, bath, LCD, Fax, Alarm clock

Analisa Kasus Ritz Carlton Marketing Mix • Process : -

Reservation Greeting Check – in / check - out During – stay Relationship Management Policies

• Personnel -

Recruitment Induction Training Remuneration Development Appearance / Grooming

The Ritz Carlton CREDO

THREE STEPS OF SERVICE

The Ritz Carlton hotel is a place where the genuine care and comfort of our guests is our highest mission.

1 A warm and sincere greeting. Use the guest name, if and when possible

We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed yet refined ambience. The Ritz Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests

2 Anticipation and compliance with guest needs 3 Fond farewell. Give them a warm good-bye and use their name, if and when possible

“We Are Ladies and Gentlemen Serving Ladies and Gentlemen”